Coconut Waterhttp://www.adweek.com/taxonomy/term/14430/all
enCoca-Cola's Zico Launches First Work From BSSPhttp://www.adweek.com/news/advertising-branding/coca-colas-zico-launches-first-work-bssp-148599
Gabriel Beltrone<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/zico-coconut-hed-muscles-hed-2013.jpeg"> <p>
Coconut water <a href="http://Zico.com/" target="_blank">Zico</a>, under new majority ownership, is broadening its ad strategy.<br />
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The brand Monday launched its first national advertising campaign since&nbsp;Coca-Cola took<a href="http://www.just-drinks.com/news/coca-cola-co-takes-control-of-zico-coconut-water_id106806.aspx" target="_blank">&nbsp;a majority stake in the coconut water company last year</a>&nbsp;(It first acquired a minority investment in 2009). The beverage conglomerate at the end of February 2013 began distributing Zico&rsquo;s products nationally.<br />
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It&rsquo;s also the brand&rsquo;s first work from new agency Butler, Shine, Stern &amp; Partners.<br />
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<a href="http://bssp.com/" target="_blank">BSSP</a> announced earlier this year it had <a href="http://bssp.com/2013/news/bssp-wins-zico/#/" target="_blank">won the Zico account</a>. The brand says it&#39;s spending between $2 million and $5 million dollars on the campaign, which includes outdoor ads in major markets including New York, Los Angeles, San Francisco and Atlanta, as well as online ads.<br />
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The campaign features a cast of offbeat, high-energy characters offering up bursts of encouragement, meant to personify the boost&mdash;or &quot;Oomph&quot;&mdash;that the brand says its products give consumers. The writing also aims to amuse, and in some instances, more or less succeeds. A stereotypically mustached minor league baseball coach, for example, appears in one spot, wearing yoga pants.&nbsp;</p>
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In other moments, the jokes feel a little familiar. The chest-thumping yell of a shirtless mud-caked athlete is reminiscent of <a href="http://youtu.be/LCl5uyn5K7k" target="_blank">Terry Crew&rsquo;s tenor for Old Spice</a>. And a spoon-shaking grandmother isn&rsquo;t the first cranky ancestor a brand has used as a pitchwoman in recent years&mdash;Droga5&rsquo;s &ldquo;yiayia&rdquo; work for <a href="http://www.adweek.com/video/yiayia-pool-parties-kraft-foods-droga5-new-york-142358" target="_blank">Kraft brand Athenos orbits around a similar gag</a>.</p>
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Also among Zico&#39;s motley crew: a living-room fitness freak offering pseudo-philosophy. &quot;Life is only hard when your muscles are not.&quot;</p>
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Check out a handful of the <a href="http://www.youtube.com/watch?v=r7ab4IdEjQU&amp;list=SPmF4RmppkXjQqb--o4Q8Bs39813SlIu-B" target="_blank">many clips</a> below.&nbsp;</p>
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<em>CLARIFICATION:</em> This article has been updated to reflect the following change: An earlier version stated that Coca-Cola purchased Zico in April 2012. Coca-Cola first purchased a minority stake in 2009, and increased its investment to a 51 percent majority stake in 2012.</p>
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<iframe allowfullscreen="" frameborder="0" height="401" src="http://www.youtube.com/embed/048_m_3vwtk?list=SPmF4RmppkXjQqb--o4Q8Bs39813SlIu-B" width="652"></iframe></p>
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<iframe allowfullscreen="" frameborder="0" height="401" src="http://www.youtube.com/embed/bBhK5fB0uWA?list=SPmF4RmppkXjQqb--o4Q8Bs39813SlIu-B" width="652"></iframe></p>
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<iframe allowfullscreen="" frameborder="0" height="401" src="http://www.youtube.com/embed/r7ab4IdEjQU?list=SPmF4RmppkXjQqb--o4Q8Bs39813SlIu-B" width="652"></iframe></p>
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<iframe allowfullscreen="" frameborder="0" height="401" src="http://www.youtube.com/embed/9cMV-OlJIvo?list=SPmF4RmppkXjQqb--o4Q8Bs39813SlIu-B" width="652"></iframe></p>
Advertising & BrandingBSSPButler Shine Stern and PartnersCoca-ColaCoconut WaterZicoMon, 15 Apr 2013 21:31:25 +0000148599 at http://www.adweek.com